What is a Brand? <ul><li>“ A multi-dimensional consumer value, delivered consistently.” </li></ul><ul><li>A name, sign, sy...
Brand Equity & Promise Brand Equity The differential effect that brand knowledge has on consumer response to the  marketin...
What is a Brand? Culture User Personality Attributes Benefits Values
Brand Equity Satisfied Customer (no reason to change) Values the Brand (brand as friend) No Brand Loyalty (customer will c...
Marketing Advantages of  Strong Brands <ul><li>Improved perceptions of product performance </li></ul><ul><li>Greater loyal...
The Role of Brands <ul><li>Identify the maker </li></ul><ul><li>Simplify product handling </li></ul><ul><li>Offer legal pr...
Brand Strategies New Brands Brand Extension New Brand   Name Product Category Line Extension Existing Existing Multibrands...
Brand Element Choice Criteria <ul><li>Memorable </li></ul><ul><li>Meaningful </li></ul><ul><li>Likeability </li></ul><ul><...
Defining Associations <ul><li>Points-of-difference (PODs) </li></ul><ul><li>Attributes or benefits consumers strongly asso...
Examples of Negatively Correlated Attributes and Benefits <ul><li>Low-price vs. High quality </li></ul><ul><li>Taste vs. L...
Probability of Success Probability of completion X Probability of differentiation Overall probability of success = Probabi...
Marketing Communications The means by which firms attempt to  inform, persuade, and remind consumers, directly or indirect...
Message Problems Target Audience may not receive the intended  message due to: Selective Attention Selective Distortion Se...
Message Problems Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argum...
The Importance of Taglines Brand Theme Ad Tagline Our hamburgers are bigger. Where’s the Beef? Our tissue is softer. Pleas...
Personal Communications Channels <ul><li>Advocate Channels </li></ul><ul><li>Expert Channels </li></ul><ul><li>Social Chan...
Stimulating Personal Influence Channels <ul><li>Identify influential individuals and devote extra attention to them </li><...
Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Events and Experience...
Advertising Public, Pervasive, Expressive, Impersonal Personal Selling Personal Confrontation, Cultivation, Response Commu...
Public Relations vs MPR <ul><ul><li>Pubic Relations: </li></ul></ul><ul><ul><li>Functions  Include: </li></ul></ul><ul><ul...
Public Relations <ul><ul><li>Suggestions: </li></ul></ul><ul><ul><ul><li>Build marketplace excitement before media adverti...
Communication Platforms <ul><li>Events/ Experiences </li></ul><ul><li>Sports </li></ul><ul><li>Entertainment </li></ul><ul...
Communication Platforms <ul><li>Advertising </li></ul><ul><li>Print and broadcast ads </li></ul><ul><li>Packaging inserts ...
Characteristics of Communications <ul><li>Public Relations and Publicity </li></ul><ul><li>High credibility </li></ul><ul>...
Designing Competitive Strategies <ul><li>Market-Leader Strategies </li></ul><ul><ul><li>Expanding the Total Market </li></...
Specific Attack Strategies <ul><li>Price-discount </li></ul><ul><li>Cheaper goods </li></ul><ul><li>Prestige goods </li></...
Designing Competitive Strategies <ul><li>Market-Nicher Strategies -  High margin versus high volume </li></ul><ul><ul><li>...
Defining Marketing? Marketing  is an organizational function and a set of processes for creating,  communicating, and deli...
Defining Marketing <ul><li>Marketing is discovering what the prospect wants and demands and delivering it more efficiently...
What is Marketing Management? Marketing   management  is the art and science   of choosing target markets  and getting, ke...
Marketing Management Tasks <ul><li>Developing marketing strategies </li></ul><ul><li>Capturing marketing insights </li></u...
Questions <ul><li>After spending $100 billion on acquisitions over five years,  AT&T’s achieved: </li></ul><ul><li>a) High...
Questions <ul><li>2. After spending $100 billion on acquisitions over five years, AT&T’s achieved: </li></ul><ul><li>a) Hi...
Good Mission Statements <ul><li>Focus on limited number of goals </li></ul><ul><li>Stress major policies and values </li><...
eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all – collect...
Positioning   is the act of designing the company’s offering and image to occupy a distinctive place in the the target mar...
A  Product   is made in a factory. Positioning   is made in the Consumer’s mind.
Examples of Value Propositions Demand States and Marketing Tasks A good hot pizza, delivered to your door door within 30 m...
Developing and Communicating a Positioning Strategy <ul><li>Positioning According to Ries and Trout </li></ul><ul><ul><li>...
<ul><li>Positioning: How many ideas to promote? </li></ul><ul><ul><ul><li>Unique selling proposition </li></ul></ul></ul><...
Writing a Positioning Statement Mountain Dew:  To young, active soft-drink consumers who have little time for sleep, Mount...
The Marketing Process <ul><li>Analyzing Market Opportunities </li></ul><ul><li>Developing Marketing Strategies </li></ul><...
Types of Questions Research Can Address <ul><li>Customer Profiles </li></ul><ul><ul><li>Who is our Customer? </li></ul></u...
The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the  info...
Psychological Factors Learning Beliefs & Attitudes Motivation Perception Learning Memory Key Psychological Processes Perce...
Our industry is at a crossroads ...   We have been challenged by the  steady diversification of targets and an explosive p...
We are growing
…  and more multi-cultural
Diverse in lifestage
What is Media? 15,000+ Radio Stations 3,000+ Magazines Product  Placement TXT Messages Direct Mail Outdoor Media Movie  Th...
Internet | What’s on? Prime time TV 7:09 Internet Average Weekly Time Spent (Adults 18+ in hours) Source: Nielsen TV Audie...
Outdoor Media
Search: SEM + SEO The resurrection of the Internet Hype  <ul><li>More than  1 billion searches   are conducted online ever...
Search: The resurrection of the Internet Hype  15%  of total 42%  of total US Paid Search Ad Spending 2001–2006 (in billio...
Where Are We Headed? Advertising Existing Customers Sponsorships Sales Force PR One to One Online Social Media
Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
What do the Media guys do?  Traditionally speaking <ul><ul><li>The right message </li></ul></ul><ul><ul><li>Through the ri...
The Functions & Process of Media Planning Research Strategy Tactics Buying Negotiation Placement Accounting Monitoring Opt...
Planning Process <ul><li>Marketing Objective </li></ul><ul><li>Communications Objective </li></ul><ul><li>Media Objectives...
What are we talking about? MARKETING COMMUNICATIONS (of which advertising is a part) Process of selling a product or servi...
Example: Objectives <ul><li>Marketing Objectives </li></ul><ul><ul><li>Sell 100,000 tickets to a show in 2010 </li></ul></...
Example: Strategy <ul><li>Marketing Strategy </li></ul><ul><ul><li>Set price point at $75 </li></ul></ul><ul><li>Communica...
Defining Brand/Business Background <ul><li>Brand </li></ul><ul><ul><li>What does the brand stand for? What’s the experienc...
Defining Target <ul><li>Thorough understanding of target (potential customer) through: </li></ul><ul><ul><li>Quantitative ...
Target Overview | Demographics 62% Men/48% Women Median Age: 42 years 72% between ages 25-54 Median HHI:  $72,922 Professi...
Target Overview | Media Usage YES! ANNOUNCE/ NEWS SELECTIVE WHERE  APPROPRIATE YES! RECOMMENDED
Defining:  Communications Opportunity <ul><ul><li>What are the best channels to reach our target? </li></ul></ul><ul><ul><...
Example: Target Receptivity | “Self Moments” Wake up breakfast Commute Gym Commute Lunch Work Socializing Work Family Me D...
Communications Process Monitoring Reporting Research Social Marketing Design Messaging Planning Building Brand Strategy
 
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Q N Y Marketing

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  • Attributes: Brand brings to mind certain attributes (well-built, reliable, cheap) Benefits: Attributes that have been translated into functional and/or emotional benefits Values: The producer’s values Culture: Could represent a specific culture (Family company, country of production) Personality: User: The kind of person who will use the product Discuss Amex approach to visualizing the User
  • Goal is to have customer walk out of the store if the specific Brand is not available. The Financial community has embraced Brand equity as a major measure of a company’s value Measuring Brand Equity: Brand audits Brand tracking Brand valuation
  • Attention : Bombarded with 1,600 commercial messages a day; 80 consciously noticed; 12 provoke some reaction Distortion : People hear what fits into their belief system. It is consistent with theories of learning (associations) Retention : Long-term memory will retain only a small % of what is presented. If the message elicits a thought process (acceptance or rejection) it is likely to be retained.
  • Content Rational - engages self-interest Emotional - stir up emotions (positive or negative) that will drive purchase Moral - sense of what is right or proper Structure Much research has been done. Much depends on the specific situation and environment Format Headline, layout, etc. Body language Color Source Celebrity presenters, authority figures, etc.
  • Advertising: often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Public presentation; Pervasiveness; Amplified expressiveness; Impersonality Sales Promotion: Limited time offers or dated coupons are common sales promotions. Communication; Incentive; Invitation Public Relations and Publicity: Public relations is an on-going process of building good relations with the various publics of the company. High credibility; Ability to catch buyers off guard; Dramatization Personal Selling: Combines product information and benefits with the interpersonal dynamics of the sales person. Personal confrontation; Cultivation; Response Direct Marketing: Directed communications with carefully targeted individual consumers to obtain an immediate response. Nonpublic; Customized; Up-to-date; Interactive
  • New Users: market penetration; geographic expansion New Uses: Arm &amp; Hammer More Usage: use up (shampoo- lather, rinse, repeat)
  • A market nicher is a smaller firm that chooses to operate in some part of the market that is specialized and not likely to attract the larger firms. Market nichers often become specialists in some end use, vertical level, customer size, specific customer, geographic area, product or product line, product feature job shop approach, quality/price level, service, or channel. Multiple-niching is preferable to single niching in order to reduce risk. Many of the most profitable small and medium size firms owe their success to a niching strategy. Because niches can weaken, the firm must continually create new niches.
  • Popularized by Ries &amp; Trout
  • USP : generally 1 but can be 2 or 3 Under : Consumers only have a vague idea Over : Too Narrow Confused : Too many claims Doubtful : Unbelievable
  • These are the Key steps in conducting a Research study. We will look at each of them individually.
  • Motivation: Multiple Theories Perception: How person selects, organizes &amp; interpurts information Learning : Changes due to experience Beliefs &amp; Attitudes : Thought a person holds about something Freud Forces are largely unconscious Consumer may express motivation on a conscious, practical level Actually feel it on a deeper level Be moved to purchase on a deeper unconscious level
  • Q N Y Marketing

    1. 2. What is a Brand? <ul><li>“ A multi-dimensional consumer value, delivered consistently.” </li></ul><ul><li>A name, sign, symbol, or design, tagline or a combination, intended to identify the goods or services and to differentiate them from competition . </li></ul>
    2. 3. Brand Equity & Promise Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand Promise The marketer’s vision of what the brand must be and do for Consumers.
    3. 4. What is a Brand? Culture User Personality Attributes Benefits Values
    4. 5. Brand Equity Satisfied Customer (no reason to change) Values the Brand (brand as friend) No Brand Loyalty (customer will change) Satisfied & Switching Cost Devoted to Brand
    5. 6. Marketing Advantages of Strong Brands <ul><li>Improved perceptions of product performance </li></ul><ul><li>Greater loyalty </li></ul><ul><li>Less vulnerable to competition </li></ul><ul><li>Less vulnerable to crises </li></ul><ul><li>Larger margins </li></ul><ul><li>Inelastic consumer response to price increases </li></ul><ul><li>Elastic consumer response to price </li></ul><ul><li>Licensing opportunities </li></ul><ul><li>Brand extension opportunities </li></ul>
    6. 7. The Role of Brands <ul><li>Identify the maker </li></ul><ul><li>Simplify product handling </li></ul><ul><li>Offer legal protection </li></ul><ul><li>Signify quality </li></ul><ul><li>Create barriers to entry </li></ul><ul><li>Serve as a competitive advantage </li></ul><ul><li>Secure price premium </li></ul>
    7. 8. Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New
    8. 9. Brand Element Choice Criteria <ul><li>Memorable </li></ul><ul><li>Meaningful </li></ul><ul><li>Likeability </li></ul><ul><li>Transferable </li></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul>Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
    9. 10. Defining Associations <ul><li>Points-of-difference (PODs) </li></ul><ul><li>Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand </li></ul><ul><li>Points-of-parity (POPs) </li></ul><ul><li>Associations that are not necessarily unique to the brand but may be shared with other brands </li></ul>Relevance Distinctiveness Believability
    10. 11. Examples of Negatively Correlated Attributes and Benefits <ul><li>Low-price vs. High quality </li></ul><ul><li>Taste vs. Low calories </li></ul><ul><li>Nutritious vs. Good tasting </li></ul><ul><li>Efficacious vs. Mild </li></ul><ul><li>Powerful vs. Safe </li></ul><ul><li>Strong vs. Refined </li></ul><ul><li>Ubiquitous vs. Exclusive </li></ul><ul><li>Varied vs. Simple </li></ul>
    11. 12. Probability of Success Probability of completion X Probability of differentiation Overall probability of success = Probability of economic success given commercialization X
    12. 13. Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
    13. 14. Message Problems Target Audience may not receive the intended message due to: Selective Attention Selective Distortion Selective Retention
    14. 15. Message Problems Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity
    15. 16. The Importance of Taglines Brand Theme Ad Tagline Our hamburgers are bigger. Where’s the Beef? Our tissue is softer. Please Don’t Squeeze the Charmin. No hard sell, just a good car. Drivers Wanted We don’t rent as many cars, so we have to do more for our customers. We Try Harder
    16. 17. Personal Communications Channels <ul><li>Advocate Channels </li></ul><ul><li>Expert Channels </li></ul><ul><li>Social Channels </li></ul>
    17. 18. Stimulating Personal Influence Channels <ul><li>Identify influential individuals and devote extra attention to them </li></ul><ul><li>Create opinion leaders </li></ul><ul><li>Use community influentials in testimonial advertising </li></ul><ul><li>Develop advertising with high “conversation value” </li></ul><ul><li>Develop WOM referral channels in Social Media </li></ul><ul><li>Establish a blog </li></ul><ul><li>Use viral marketing </li></ul>
    18. 19. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public Relations </li></ul>
    19. 20. Advertising Public, Pervasive, Expressive, Impersonal Personal Selling Personal Confrontation, Cultivation, Response Communications Mix Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive
    20. 21. Public Relations vs MPR <ul><ul><li>Pubic Relations: </li></ul></ul><ul><ul><li>Functions Include: </li></ul></ul><ul><ul><ul><li>Press relations </li></ul></ul></ul><ul><ul><ul><li>Product publicity </li></ul></ul></ul><ul><ul><ul><li>Corporate communication </li></ul></ul></ul><ul><ul><ul><li>Lobbying </li></ul></ul></ul><ul><ul><ul><li>Counseling </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><li>Marketing Public Relations (MPR) </li></ul><ul><ul><li>MPR assists in the following tasks: </li></ul></ul><ul><ul><ul><li>Assisting in the launch of new products </li></ul></ul></ul><ul><ul><ul><li>Assisting in repositioning a mature product </li></ul></ul></ul><ul><ul><ul><li>Building interest in a product category </li></ul></ul></ul><ul><ul><ul><li>Influencing specific target groups </li></ul></ul></ul><ul><ul><ul><li>Defending products that have encountered public problems </li></ul></ul></ul><ul><ul><ul><li>Building the corporate image in a way that reflects favorably on its products </li></ul></ul></ul>
    21. 22. Public Relations <ul><ul><li>Suggestions: </li></ul></ul><ul><ul><ul><li>Build marketplace excitement before media advertising breaks </li></ul></ul></ul><ul><ul><ul><li>Build a core customer base </li></ul></ul></ul><ul><ul><ul><li>Build a one-to-one relationship with consumers </li></ul></ul></ul><ul><ul><ul><li>Turn satisfied customers into advocates </li></ul></ul></ul><ul><ul><ul><li>Influence the influentials </li></ul></ul></ul><ul><ul><li>Choosing Messages and Vehicles </li></ul></ul><ul><ul><ul><li>Event Creation </li></ul></ul></ul><ul><ul><li>Implementing the Plan and Evaluating Results </li></ul></ul>
    22. 23. Communication Platforms <ul><li>Events/ Experiences </li></ul><ul><li>Sports </li></ul><ul><li>Entertainment </li></ul><ul><li>Festivals </li></ul><ul><li>Arts </li></ul><ul><li>Causes </li></ul><ul><li>Factory tours </li></ul><ul><li>Company museums </li></ul><ul><li>Street activities </li></ul><ul><li>Public Relations </li></ul><ul><li>Press kits </li></ul><ul><li>Speeches </li></ul><ul><li>Seminars </li></ul><ul><li>Annual reports </li></ul><ul><li>Charitable donations </li></ul><ul><li>Publications </li></ul><ul><li>Community relations </li></ul><ul><li>Lobbying </li></ul>
    23. 24. Communication Platforms <ul><li>Advertising </li></ul><ul><li>Print and broadcast ads </li></ul><ul><li>Packaging inserts </li></ul><ul><li>Motion pictures </li></ul><ul><li>Brochures and booklets </li></ul><ul><li>Posters </li></ul><ul><li>Billboards </li></ul><ul><li>POP displays </li></ul><ul><li>Logos </li></ul><ul><li>Videotapes </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Contests, games, sweepstakes </li></ul><ul><li>Premiums </li></ul><ul><li>Sampling </li></ul><ul><li>Trade shows, exhibits </li></ul><ul><li>Coupons </li></ul><ul><li>Rebates </li></ul><ul><li>Entertainment </li></ul><ul><li>Continuity programs </li></ul>
    24. 25. Characteristics of Communications <ul><li>Public Relations and Publicity </li></ul><ul><li>High credibility </li></ul><ul><li>Ability to catch buyers off guard </li></ul><ul><li>Dramatization </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Relevant </li></ul><ul><li>Involving </li></ul><ul><li>Implicit </li></ul>
    25. 26. Designing Competitive Strategies <ul><li>Market-Leader Strategies </li></ul><ul><ul><li>Expanding the Total Market </li></ul></ul><ul><ul><li>New Users </li></ul></ul><ul><ul><li>Market-penetration strategy </li></ul></ul><ul><ul><li>New-market segment strategy </li></ul></ul><ul><ul><li>Geographical-expansion strategy </li></ul></ul><ul><ul><ul><li>New Uses </li></ul></ul></ul><ul><ul><ul><li>More Usage </li></ul></ul></ul><ul><ul><li>Defending Market Share </li></ul></ul><ul><li>Market-Challenger Strategies </li></ul><ul><ul><li>Defining the Strategic Objective and Opponent(s) </li></ul></ul><ul><ul><ul><li>It can attack the market leader </li></ul></ul></ul><ul><ul><ul><li>It can attack firms of its own size that are not doing the job and are underfinanced </li></ul></ul></ul><ul><ul><ul><li>It can attack small local and regional firms </li></ul></ul></ul><ul><li>Choosing a General Attack Strategy </li></ul>
    26. 27. Specific Attack Strategies <ul><li>Price-discount </li></ul><ul><li>Cheaper goods </li></ul><ul><li>Prestige goods </li></ul><ul><li>Product proliferation </li></ul><ul><li>Product innovation </li></ul><ul><li>Improved services </li></ul><ul><li>Distribution innovation </li></ul><ul><li>Manufacturing cost reduction </li></ul><ul><li>Intensive advertising promotion </li></ul>
    27. 28. Designing Competitive Strategies <ul><li>Market-Nicher Strategies - High margin versus high volume </li></ul><ul><ul><li>Nicher Specialist Roles </li></ul></ul><ul><ul><ul><li>End-user specialist </li></ul></ul></ul><ul><ul><ul><li>Value-added </li></ul></ul></ul><ul><ul><ul><li>Vertical-level specialist </li></ul></ul></ul><ul><ul><ul><li>Customer-size specialist </li></ul></ul></ul><ul><ul><ul><li>Specific-customer specialist </li></ul></ul></ul><ul><ul><ul><li>Geographic specialist </li></ul></ul></ul><ul><ul><ul><li>Product or product-line specialist </li></ul></ul></ul><ul><ul><ul><li>Product-feature specialist </li></ul></ul></ul><ul><ul><ul><li>Job-shop specialist </li></ul></ul></ul><ul><ul><ul><li>Quality-price specialist </li></ul></ul></ul><ul><ul><ul><li>Service specialist </li></ul></ul></ul><ul><ul><ul><li>Channel specialist </li></ul></ul></ul>
    28. 29. Defining Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. - Kotler & Keller
    29. 30. Defining Marketing <ul><li>Marketing is discovering what the prospect wants and demands and delivering it more efficiently and effectively than competition. </li></ul><ul><li>-Anna Urban </li></ul>
    30. 31. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
    31. 32. Marketing Management Tasks <ul><li>Developing marketing strategies </li></ul><ul><li>Capturing marketing insights </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Building strong brands </li></ul><ul><li>Shaping market offerings </li></ul><ul><li>Delivering value </li></ul><ul><li>Communicating value </li></ul><ul><li>Creating long-term growth </li></ul>
    32. 33. Questions <ul><li>After spending $100 billion on acquisitions over five years, AT&T’s achieved: </li></ul><ul><li>a) Higher Revenues </li></ul><ul><li>b) No Gain </li></ul><ul><li>c) Lower Revenues </li></ul>
    33. 34. Questions <ul><li>2. After spending $100 billion on acquisitions over five years, AT&T’s achieved: </li></ul><ul><li>a) Higher Revenues </li></ul><ul><li>b) No Gain </li></ul><ul><li>c) Lower Revenues </li></ul>
    34. 35. Good Mission Statements <ul><li>Focus on limited number of goals </li></ul><ul><li>Stress major policies and values </li></ul><ul><li>Define major competitive spheres </li></ul>
    35. 36. eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all – collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”
    36. 37. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.
    37. 38. A Product is made in a factory. Positioning is made in the Consumer’s mind.
    38. 39. Examples of Value Propositions Demand States and Marketing Tasks A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price 15% premium Delivery speed and good quality Convenience-minded pizza lovers Domino’s (pizza) The safest, most durable wagon in which your family can ride 20% premium Durability and safety Safety-conscious “upscale” families Volvo (station wagon) More tender golden chicken at a moderate premium price 10% premium Tenderness Quality-conscious consumers of chicken Perdue (chicken) Value Proposition Price Benefits Target Customers Company and Product
    39. 40. Developing and Communicating a Positioning Strategy <ul><li>Positioning According to Ries and Trout </li></ul><ul><ul><li>Strengthen own current position </li></ul></ul><ul><ul><li>Grab an unoccupied position </li></ul></ul><ul><ul><li>De-position </li></ul></ul><ul><ul><li>Re-position </li></ul></ul><ul><ul><li>Product ladders </li></ul></ul>
    40. 41. <ul><li>Positioning: How many ideas to promote? </li></ul><ul><ul><ul><li>Unique selling proposition </li></ul></ul></ul><ul><ul><li>Four major positioning errors </li></ul></ul><ul><ul><ul><li>Underpositioning </li></ul></ul></ul><ul><ul><ul><li>Overpositioning </li></ul></ul></ul><ul><ul><ul><li>Confused positioning </li></ul></ul></ul><ul><ul><ul><li>Doubtful positioning </li></ul></ul></ul>Developing and Communicating a Positioning Strategy
    41. 42. Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.
    42. 43. The Marketing Process <ul><li>Analyzing Market Opportunities </li></ul><ul><li>Developing Marketing Strategies </li></ul><ul><li>Planning Marketing Programs </li></ul><ul><li>Managing the Marketing Effort </li></ul><ul><ul><li>Annual-plan control </li></ul></ul><ul><ul><li>Profitability control </li></ul></ul><ul><ul><li>Strategic control </li></ul></ul>
    43. 44. Types of Questions Research Can Address <ul><li>Customer Profiles </li></ul><ul><ul><li>Who is our Customer? </li></ul></ul><ul><li>Product Changes </li></ul><ul><ul><li>Impact of a Product Change </li></ul></ul><ul><li>Competitive Leverage </li></ul><ul><ul><li>Strengths & Weaknesses </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>Changes over Time </li></ul></ul>
    44. 45. The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings
    45. 46. Psychological Factors Learning Beliefs & Attitudes Motivation Perception Learning Memory Key Psychological Processes Perception Motivation
    46. 47. Our industry is at a crossroads ... We have been challenged by the steady diversification of targets and an explosive proliferation of media channels . Solutions will come from building new channels and reconfiguring old ones. Convergence, social media, advergaming, entertainment, and DVR are all part of the next great experiment in communications.
    47. 48. We are growing
    48. 49. … and more multi-cultural
    49. 50. Diverse in lifestage
    50. 51. What is Media? 15,000+ Radio Stations 3,000+ Magazines Product Placement TXT Messages Direct Mail Outdoor Media Movie Theaters 1,000,000+ Websites 10,086 Newspapers YouTube Social Media PR 3,000+ TV Stations 400,000+ Billboards Telemarketing
    51. 52. Internet | What’s on? Prime time TV 7:09 Internet Average Weekly Time Spent (Adults 18+ in hours) Source: Nielsen TV Audience Report, 2003; Nielsen NetRatings, Combined Home/Work Panel, Dec 2004 12:42
    52. 53. Outdoor Media
    53. 54. Search: SEM + SEO The resurrection of the Internet Hype <ul><li>More than 1 billion searches are conducted online everyday (searchenginewatch.com). </li></ul><ul><li>95% of corporate purchasing agents use the web to research products and services before selection. (B2B Magazine 2003 Survey) </li></ul><ul><li>Visitors have 60% recall of sites found in search vs. just 20% for banner ads and tiles. (NPD Group Research Report) </li></ul><ul><li>Over three-fourths of marketing execs whose companies have used search marketing said they found it more effective than banner advertising. (Jupiter Research) </li></ul>
    54. 55. Search: The resurrection of the Internet Hype 15% of total 42% of total US Paid Search Ad Spending 2001–2006 (in billions) Source: eMarketer, October 2004; IAB/PwC, 2004
    55. 56. Where Are We Headed? Advertising Existing Customers Sponsorships Sales Force PR One to One Online Social Media
    56. 57. Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
    57. 58. Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
    58. 59. Case in Point | Budget Trucks Distribution Website PR WoM one-to-one
    59. 60. What do the Media guys do? Traditionally speaking <ul><ul><li>The right message </li></ul></ul><ul><ul><li>Through the right channel </li></ul></ul><ul><ul><li>In the right way </li></ul></ul><ul><ul><li>To the right target </li></ul></ul>Your Ad here
    60. 61. The Functions & Process of Media Planning Research Strategy Tactics Buying Negotiation Placement Accounting Monitoring Optimization Reporting Maintenance
    61. 62. Planning Process <ul><li>Marketing Objective </li></ul><ul><li>Communications Objective </li></ul><ul><li>Media Objectives </li></ul><ul><li>Target Audience, Competitive Insight, Brand Marketplace, Lessons Learned, </li></ul><ul><li>Parameters (Seasonality, Geography, Creative, Retail/Promotions) </li></ul><ul><li>Communications Opportunity </li></ul><ul><li>Channel Selection/Ideation </li></ul><ul><li>Media Strategy </li></ul><ul><li>Media Tactics </li></ul>Media Tactics Media Strategy Communications Opportunity Target Analysis Brand/Business Background Define Goals/ Objectives
    62. 63. What are we talking about? MARKETING COMMUNICATIONS (of which advertising is a part) Process of selling a product or service to a customer Translating that product or service into a brand MEDIA The vehicles that carry brand messages
    63. 64. Example: Objectives <ul><li>Marketing Objectives </li></ul><ul><ul><li>Sell 100,000 tickets to a show in 2010 </li></ul></ul><ul><li>Communications Objectives </li></ul><ul><ul><li>Increase awareness of artist </li></ul></ul><ul><li>Media Objectives </li></ul><ul><ul><li>Reach 70% of potential concert goers </li></ul></ul>
    64. 65. Example: Strategy <ul><li>Marketing Strategy </li></ul><ul><ul><li>Set price point at $75 </li></ul></ul><ul><li>Communications Strategy </li></ul><ul><ul><li>Emphasize experience AND value </li></ul></ul><ul><li>Media Strategy </li></ul><ul><ul><li>Utilize a multi-media mix to reach elusive concert goer </li></ul></ul>
    65. 66. Defining Brand/Business Background <ul><li>Brand </li></ul><ul><ul><li>What does the brand stand for? What’s the experience? </li></ul></ul><ul><li>Competitive Landscape </li></ul><ul><ul><li>How much does your competition spend? Where do they spend? What are they trying to communicate? </li></ul></ul><ul><li>Industry Best Practice </li></ul><ul><ul><li>Of the competition, who’s doing it right? Is there an opportunity? </li></ul></ul><ul><li>Media Best Practice </li></ul><ul><ul><li>Is there an advertiser with a similar challenge but not the same category? </li></ul></ul>
    66. 67. Defining Target <ul><li>Thorough understanding of target (potential customer) through: </li></ul><ul><ul><li>Quantitative Research </li></ul></ul><ul><ul><li>Qualitative Research </li></ul></ul><ul><ul><li>Google (Anything credible you can get your hands on) </li></ul></ul><ul><li>Looking for information that leads to insight: </li></ul><ul><ul><li>Demographics/Psychographics </li></ul></ul><ul><ul><li>Values, attitudes, lifestyles, beliefs </li></ul></ul><ul><ul><li>Affinities </li></ul></ul><ul><ul><li>Purchasing habits </li></ul></ul><ul><ul><li>Media usage habits </li></ul></ul>
    67. 68. Target Overview | Demographics 62% Men/48% Women Median Age: 42 years 72% between ages 25-54 Median HHI: $72,922 Professional/Managerial (169) Bachelor's degree (166) Post-graduate degree (160) 81% County A/B (117/111) 36% in Top 10 markets MSA Suburban (123) Census Region Northeast (132) Sub Region NE/MA (172/118) Went to a concert paid $50+ In past 12 months
    68. 69. Target Overview | Media Usage YES! ANNOUNCE/ NEWS SELECTIVE WHERE APPROPRIATE YES! RECOMMENDED
    69. 70. Defining: Communications Opportunity <ul><ul><li>What are the best channels to reach our target? </li></ul></ul><ul><ul><li>When will our target be most receptive to our messages? </li></ul></ul><ul><ul><li>What should we communicate at the point of contact? </li></ul></ul><ul><ul><li>What new channel can we create? </li></ul></ul>
    70. 71. Example: Target Receptivity | “Self Moments” Wake up breakfast Commute Gym Commute Lunch Work Socializing Work Family Me Dream online television magazines direct WoM WoM WoM television radio OOH newspapers roommate WoM WoM WoM direct WoM co-workers online radio WoM newspapers magazines OOH WoM WoM WoM WoM WoM WoM WoM WoM WoM sponsorships WoM WoM friends 6am 6pm 9am 9pm weekend WoM self self self self self
    71. 72. Communications Process Monitoring Reporting Research Social Marketing Design Messaging Planning Building Brand Strategy

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